Digital Marketing - D098 UNIT FIVE

paid inclusion

A search engine marketing product in which the search engine company charges fees for the inclusion of websites in their search index

Paid search advertising tactics include

paid placement, contextual advertising, and paid inclusion. Digital advertising focuses on the paid component of SEM, whereas SEO focuses on the nonpaid organic search results.

Typically, a B2C customer will

purchase a product or service and will have limited continued interaction with the company with regards to that product once the transaction is complete

Major forms of paid digital advertising include the following:

Paid search Display advertising Pop-up advertisements Mobile advertisements Video advertisements

SERP

A web page where the search engine displays in ranked order the web pages that algorithms determine are most related to the user's search query

authority

A web page's trustworthiness, or how recognized a web page is as a resource for particular content (one indicator are backlinks to the site)

Off-page optimization

Actions digital marketers can take outside of changes to the website itself to impact rankings on SERPs Factors that off-page SEO focus on include popularity, quality, and authority of the website and its content. focuses on link building, social media, and other public relations activities

A company that sells antiaging skincare products wants to use on-page optimization to improve search engine result ratings. What is an appropriate on-page optimization technique for the company to use? Choose three answers.

Adding HTML tags to mark headers and sections Placing keywords in the title and meta-description Adding alt tags to images on the website

Directory submission

Adding a website to a categorized catalog of websites, typically manually organized by topical editorial experts

nofollow attribute

An attribute used to prevent a link from passing link authority; commonly used on sites with user-generated content, like in blog comments

Which type of search does a user perform when providing the location "near me"?

Contextual Correct! Contextual searches include the user's location in the search for localized results.

What is the scripting language that is necessary to place text, images, and other content on any web page?

HTML Correct! Hypertext markup language (HTML) is the language that provides the structure of a website.

relevance

How directly related a web page's content is to a user's search query

HTML

HyperText Markup Language, the standard markup language for documents designed to be displayed in a web browser

How can localized SEO help a small business owner of a retail store?

It directs nearby customers to the store. Correct! Localized SEO ranks results based on the location of the user, which helps direct customers to the physical location of the retail store.

Keyword frequency

is how often a keyword or keyword phrase appears on a web page or in a piece of content.

Search volume

is the average number of times a specific search query is entered on a search engine.

Digital marketers can use a variety of off-page strategies for SEO in order to establish a site's authority and expertise. These include

link building, social media, directory submissions, and forum postings.

index

The process of adding content collected by spiders or bots to search engine databases

Generally, digital advertising campaigns include the following:

Top -Brand awareness-Reach, frequency, impressions, click-through rate (CTR) Middle-Customer engagement and lead nurturing Video views, video completions, social interactions, content engagement Bottom -Sales and conversions-Conversion rates, sales revenue, sales quantity

Display advertising

Type of paid advertising on websites or electronic devices

display banner advertisements

Type of paid advertising on websites or electronic devices where users can click an image to go to a specific landing page

Digital advertising can target consumers based on profiles of the users and user behaviors on the internet. Some of this precise targeting can include

audience targeting, contextual targeting, geo-targeting, and IP targeting.

Digital advertising campaign goals can focus on

awareness, consideration, and conversion. Brand awareness campaigns focus on reach and getting people to know the company or brand. Consideration campaigns cultivate customer engagement through traffic and views. Conversion campaigns attempt to convert the leads into sales.

Which type of testing would a digital marketer use to determine whether or not a display banner confuses consumers?

Usability testing Correct! Usability testing focuses on users' experience with digital advertising and could help to determine if displays banners are potentially confusing.

negative search engine optimization

Using unethical or black hat practices to damage a competitor's SERP ranking

hypertext transfer protocol (HTTP)

The protocol that enables a web browser to retrieve content from a server

The meta description

is a short paragraph describing the page content. This summary is usually shown on the SERPs if it contains the search term, which means that it needs to entice users to click through with a strong call to action

Localized SEO

recognizes that search engines give priority in rankings to small businesses serving a local area when displaying search results. Localized SEO requires a few additional steps, including creating or verifying a Google My Business listing, reviewing NAP citations, and seeking business reviews.

link building

A process of exchanging links with other websites to increase rankings

pay-per-click advertising

Digital marketing strategy in which marketers only pay when an advertisement is clicked on by a user

rank

Use of algorithms to order and return results to a user's search query based on information about web pages indexed by the search engine

Quality of backlinks is an off-page optimization technique and can be evaluated based on

themes to demonstrate relevancy of the content on the page.

How can a marketer use HTML tags to improve on-page optimization? Select two answers.

Use keywords in the header and title tags. Use <strong> to bold keywords at least once. Correct! Using keywords in the title and header tags can improve on-page optimization, and using the <strong> tag to bold a given keywords at least once in the content can also be helpful. Header tags should be used for headers, and the use of backlinks is an example of off-page optimization.

The CEO of Alliah Inc. has received reports that there are several links to its landing page in multiple news blogs and social platforms across the internet. Although the website contains quality content, this has caused some people to feel apprehensive about trusting the site's content. Which SEO challenge is Alliah Inc. facing that could lead to lower rankings?

Website relevancy challenges Correct! It appears that digital marketers have invaded forums and blogs in an effort to provide links back to Alliah Inc.'s website. This practice can create a false sense of relevancy leading to poor customer experience and lower search engine rankings.

Paid SEM also allows companies to control the URL and

direct a visitor to a landing page specifically designed to convert that keyword search into a sale.One major benefit of SEM is the immediate publishing of information that is not limited by geographic or time constraints. Digital marketers can customize advertisements, making consumer targeting more efficient and precise.

The most important part of link building is creating

high-quality content that others find valuable to share. Earning links shows search engines that a site has authority, and descriptive links help search engine ranking for keywords and related terms.

Having a keyword density of no more than 3 percent for on-page optimization, as well as including inbound links for off-page optimization are both

important parts of SEO.

SEO techniques can be classified into two broad categories:

white hat SEO On- and off-page best practices that follow search engine rules to improve SEO rankings black hat SEO Practices that attempt to game or manipulate search engine rules to improve SEO rankings

A clothing company is promoting a line of pantsuits that are fashionable, yet suitable for the workplace, for professional women. Which digital advertising strategy would be most effective for the purchase phase of the sales funnel?

A banner advertisement that targets women interested in acquiring a pantsuit now Correct! The bottom of the sales funnel focuses on customers who are ready to buy the product in the immediate future. As a result, a banner advertisement that targets women who want to acquire a pantsuit now would be the most effective.

An appliance company is planning to create a digital advertising campaign to promote a new washer and dryer set. What is an example of an approach that could be part of this company's digital advertising?

A banner advertisement with a clock to highlight time-saving benefits of the products for working parents Correct! A banner advertisement is an example of a digital marketing approach. It would reach potential customers who are accessing the internet.

A computer company has created a new digital marketing campaign to boost the sales performance of a line of laptops. What are two examples of pay-per-click advertisements that could be part of the company's digital marketing strategy? Choose two answers.

A banner that appears at the top of websites A pop-up advertisement that appears as a user scrolls on a web page Correct! Examples of pay-per-click advertisements include banner and pop-up advertisements. Companies pay a fee to the host website each time a user clicks on one.

IP targeting

A form of targeted advertisement that targets specific households based on a user's Internet Protocol address (IP address)

contextual targeting

A form of targeted advertising that automatically selects advertisements based on the context of what a consumer is viewing online or with an electronic device

geo-targeting

A form of targeted advertising that displays a particular advertisement based on the geographic location of potential buyers

audience targeting

A form of targeted advertising that uses data about a user, built up over websites visited, to determine which advertisements to show

A/B testing (split testing)

A test that creates two versions of content with one varying element. Marketers test both groups to determine which version is more effective allows digital advertisers to track which words, videos, phrases, images, and testimonials contribute to improved conversion rates.

How do web analysis tools help with search engine optimization (SEO)? Choose two answers.

By evaluating keyword rankings By tracking keyword density Correct! Web analysis tools can help marketers track keyword density and determine rankings of keywords, but these tools do not automatically alter content.

cost-per-view (CPV)

Campaigns focused on views will evaluate viewer engagement.bidding, in which they only pay for video views and other video interactions.

A shoe company is creating digital advertising campaigns to promote a new line of sneakers. The company wants to attract consumers by creating banners that would be displayed on websites related to running and hiking. Which form of targeted marketing does this scenario describe?

Contextual targeting Correct! Contextual targeting reaches potential customers by targeting web pages with specific content, such as creating display banners to appear on websites related to running and hiking.

An insurance company is promoting a new vision plan. The digital marketer creating the campaign plans to conduct split testing to determine how to alter an advertisement to make it more effective. What is the first step to conducting A/B testing?

Determine which variable to test Correct! The first step to conducting split testing, or A/B testing, is to determine which variable to test, such as color, image, or a particular phrase to include.

Web analysis tools

Digital tools that collect critical information, allowing marketers to track, analyze, and optimize a variety of online metrics

Which components are used to assess a website's prestige? Select two options.

Domain age Quality of nodes Correct! Domain age and the quality of nodes, also known as websites, are some of the factors used to measure a website's prestige.

There are four common bidding models for display advertising that can occur manually or automatically:

Focus on clicks—This approach is generally used for search and display advertisements with a goal of driving traffic to a specific site. Focus on impressions—This approach is generally used for campaigns aiming to increase brand awareness and visibility. Focus on conversions—This approach focuses on action and getting a customer to buy. This is an advanced bidding method, in which marketers tell the search engine the amount they are willing to pay for a conversion, or cost per acquisition Focus on views—This approach is used to evaluate how engaged viewers are with a brand's video content, including determining where they choose to watch the video and when they drop off. To achieve these goals, marketers use cost-per-view (CPV) bidding, in which they only pay for video views and other video interactions.

Marketers face a number of challenges with SEO.

For example, too slow of site speed can lead to lower rankings. Duplicate content can also reduce a page's authority and damage its position in rankings. False relevancy, using unethical practices to game the search engine's algorithm, also damages rankings if discovered.

contextual advertising

Form of targeted advertising that automatically selects advertisements based on the context of what is being viewed

PPC advertising,

Marketers may also choose to advertise directly on the SERPs. only pay when visitors click on their advertisement, not for the opportunity to be seen or displayed among search results. PPC is advantageous as it provides fast results. The key with PPC advertising is to monitor and analyze the results and then make appropriate adjustments for improved success.

The marketer for a shoe store has created a digital advertising campaign that relies heavily on mobile advertising. The store is located near a shopping mall, and the owners intend to reach potential customers specifically from mall visitors. What is the reason why mobile advertising is an effective marketing strategy for the store described in the scenario?

Mobile advertising can be location-based to attract local customers. Correct! Mobile advertising can be location-based to attract local customers. It can include text messages or ads in cell phone apps that appear when a user is near the location of the shoe store, such as at the shopping mall.

A digital marketer is working on a campaign for a new smart phone. The marketer has created several versions of a floating advertisement that differ in terms of color, size, the font of the text, and the call to action. Which type of testing would best help the digital marketer determine which version is the most effective?

Multivariate testing Correct! Multivariate testing would best help the digital marketer achieve this goal. This type of testing is used to compare and contrast multiple elements and versions of an advertisement to determine which one is the most effective.

The Federal Trade Commission (FTC) recommends four Fair Information Practice Principles concerning fair and ethical information practice in an electronic marketplace.

Notice— Choice— Access— Security—

cost per acquisition (also known as CPA)

Other campaigns are focused on conversions. Such campaigns use advanced bidding methods that tell the search engine the amount they are willing to pay for a conversion

A pizza restaurant wants to reach potential customers who are local or intend to visit the community soon. The owners had been using pop-up advertisements, but discovered they were not reaching the target market. Which digital advertising strategy would effectively promote the restaurant to new customers from the local area?

Paid inclusion that appears on search engines when users look up the neighborhood with the keyword "pizza" Correct! Paid inclusion in the form of sponsored results that appear on search engines when users look up the name of the community with the keyword "pizza" would be an effective strategy for the restaurant. It is a targeted approach that could reach the kinds of customers the restaurant owners are seeking.

A digital marketer is conducting an experiment to learn more about the intended target region for a new advertising campaign. Which type of testing would best help the digital marketer complete this experiment?

Parameter testing Correct! Parameter testing would best help the digital marketer achieve this goal. This type of testing is used to set parameters around experiments such as the timing of advertisements, statistical significance, or target market/region.

long-tail keywords

Search phrase that caters to a more specific, lower-volume search query

sales funnel

See (awareness) Think (Consideration) Do (Purchase) Care (Post purchase experience)

parameter testing

Setting defined parameters around experiments

Multivariate testing

Technique for testing a hypothesis in which multiple variables are modified to determine the best combination of variations

paid placement

Technique where advertisers bid to a search engine in order to have their products displayed prominently among keyword search results

Tracking pixel

Technology used to track when users take certain actions online, such as visiting a site or an advertisement

usability testing

Testing to evaluate the user experience in order to see where users experience confusion

Page authority

The authoritative strength of a single page on a domain

Domain authority

The authoritative strength of the entire website can be described through four dimensions: prestige of a website and its authors quality of the information presented information and website centrality competitive situation around a subject

How does the demand side platform differ from the supply side platform in programmatic advertising in digital marketing?

The demand side platform helps companies determine how much to buy; the supply side platform helps web publishers determine what to sell. Correct! The demand side platform helps companies determine how much to buy from web publishers and how much they are willing to pay to advertise, and the supply side platform helps publishers determine what to sell to companies and how much ad space to make available.

What is domain authority?

The trustworthiness of a website Correct! Domain authority refers to the degree to which a website is deemed reputable, trustworthy, and authoritative.

Why would a company use negative search engine optimization (SEO)?

To lower the ranking of a competitor's website Correct! Unethical companies can use negative SEO to damage the reputation of a competitor's website.

A skin care company is preparing a digital advertising campaign and has decided to place a bid at an auction. Which three results will the auction determine for the skin care company? Choose three answers.

Which advertisements will appear on the given space How much advertising space they will use How much money they will pay to advertise Correct! Auctions for online advertising sell ad space on search engines and other web publishers. They help to determine how much advertising space a company buys, how much the company pays for this space, and which advertisements will appear.

Marketers set impression share targets and the search engine automatically sets bids to reach such goals. Pricing is based off CPM

cost-per-thousand impressions. CPM is charged when an advertisement is viewed, regardless of whether the advertisement is clicked.

Display advertising uses

demographic and geographic targeting—capturing users' cookie and browser history to determine demographics, location, and interests—in order to target appropriate advertisements to those browsers. In addition to contextual targeting, banner ads also use behavioral targeting

Optimization metrics measure the important indicators of the success of SEO efforts. Key metrics for off-page optimization include

domain authority and page authority, quantity of external links, anchor text ratios, and competitive ranking reports.

Marketers are able to track a site's progress and simultaneously improve these in certain areas, such as the following:

keyword density HTML improvement suggestions determining how many backlinks there are how well certain keywords are ranking

Programmatic advertising

on the rise and changing the face of online advertising. This is an advanced, ever-evolving inventory system that acts as a real-time auction house, automatically matching the buying and selling of digital ads.

SEO can be divided into two main strategies:

on-page and off-page optimization.

a B2B transaction, which tends to be much larger than consumer purchases and in which the purchaser often expects an

ongoing relationship with the seller As a result, the evaluation and selling process for B2B purchases are longer and more complex. Most B2B business marketers commit only a small part of their marketing budgets to general advertising. Instead, messaging aims to convince web visitors to submit a form, download a brochure, or register for a webcast.

Campaigns aimed at driving traffic using search and display advertisements will generally focus on clicks. Advertisers typically use CPC bidding, which means they

only pay when their advertisement is clicked. CPC represents the actual price a marketer is willing to pay for ad visibility.

Off-page optimization focuses on three key aspects of the links:

popularity quality authority

In what ways can link authority be achieved? Choose two answers.

Create descriptive anchor text Create relationships between sites Correct! Link authority can be obtained by creating descriptive anchor text and creating relationship between sites. Backlinks should be geared toward reputable websites.

XML sitemaps file

A file where website owners provide information to the search engine about the pages on a website and the relationships between them, helping a search engine more intelligently crawl and index the site

Search engine optimization is a fairly technical practice, but it can easily be broken down into five main areas:

A search-engine-friendly website structure A well-researched list of keywords Content optimized to target those keywords Link popularity User insights

An organic health food store is seeking to optimize their brand's online footprint so that search engines see their website as credible and trustworthy. Which type of site may the company strive to get a backlink from in order to gain authority?

A university domain Correct! Well-known and established news sites, government sites (.gov), and university domains (.edu) are examples of sites from which links can carry more authority.

meta description

An HTML meta tag providing a brief summary of a web page's content

NAP citations

Data about a company including its name, address, and phone, everywhere it is listed on the web

What are key signals that affect a website's authority ranking?

Degrees of separation from a known source Number and diversity of incoming links Correct! Authority of a website affects its ranking. Authority factors website security, the number and diversity of incoming links to the page, as well as how many degrees of separation the page is from known authoritative sources.

search demand curve

Graph of search volume for related keywords, ranging from high volume to low volume at the "long tail" of the curve

A digital marketer is using on-page optimization to build website credibility and authority. What are the components of this on-page optimization? Choose three answers.

Keywords Internal links Content Correct! The components of on-page optimization include keywords, content, and internal links. SERPs are the output of SEO and the goal of on-page optimization is to rank higher on the SERP.

Forum postings

Online discussion space where users hold asynchronous conversations in the form of posted messages key place to build brand presence, share content, and demonstrate expert knowledge.

organic search

Rankings based on search engine algorithms for relevancy and authority (not paid advertisements)

algorithms

Rules and formulas that search engines use to determine web page ranking on SERPs

Which types of data do companies use to learn about the people who visit their websites? Choose three answers.

Search terms Traffic source Location Correct! Companies look at data such as location, traffic source, and search terms to learn about the individuals who visit their websites.

Breadcrumb navigation

Secondary navigation system of links for a website, typically appearing horizontally across the top of the web page

rich snippets

Snippet on a SERP that contains additional information beyond that found on a regular snippet, such as ratings or images (drawn from structured data on the web page)

Anchor text

The text that a user would click on to follow a link (if the link is an image, the alternative attribute may act in place of anchor text)

long-tail keywords

These terms typically have less competition and represent more specific user intent, which may lead to higher conversion rates. infrequent key words

landing page

Where users are directed after clicking a digital advertisement or link

Common SEO metrics include

keyword rankings, search traffic, and click depth.

Following are the main elements of a SERP:

-Direct search results, consisting of links to sites. These are ranked based on search engine algorithms, where sites are struggling for the highest positions. The search results page contains, by default, 10 links, but the number can be changed in the search settings. -Blocks with contextual advertising. -Small fields before search results. They can contain typing errors, a quick response to a user request, a calculator, and more. -Pictures issued in response to a particular search query. -Related queries, where the search query is refined. The user is offered word forms or similar requests.1

crawler

Automated software agents, like bots and spiders, that find and index web content for search engines

White hat SEO follows a series of principles outlining best practices, as well as practices not to follow, including the following:

Avoid hidden text or hidden links. Do not use cloaking or sneaky redirects. Do not load pages with irrelevant keywords. Do not create multiple pages, subdomains, or domains with substantially duplicated content. Do not create pages that include malicious behaviors such as phishing or installing viruses, trojans, or other malware. Avoid "doorway" pages created just for search engines or other "cookie cutter" approaches, such as affiliate programs with little or no original content. If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. Avoid link farms and focus on attracting quality, valuable links.

A customer is looking for a product on a company's website, and they find a specific product page. When they are finished reading about the product, they want to return to the home page. This all takes place during a single visit to the website. Which website feature will make this process easier for the customer?

Breadcrumb navigation Correct! Breadcrumb navigation makes it possible for the customer to visually identify their location within the website's structure.

snippet

Brief description of a web page displayed on a SERP

How can a digital marketer develop and conduct keyword search strategies? Choose two answers.

By categorizing keywords into topics By using a variety of keyword research tools Correct! The process for identifying keywords being used and understanding user intent is accomplished by using research tools, categorizing keywords into topics, and brainstorming keywords from a consumer's perspective.

At which locations do search engines recommend placing a nofollow attribute? Choose three answers.

Comment sections Log-in pages Paid links Correct! According to some search engines, the nofollow attribute should be placed in paid links, log-in pages, and comment sections to tell a search engine not to crawl the link as it may not have trusted content or may include user-generated content as with comments.

Which factors influence types of keywords that a marketer should target? Choose two answers.

Competition Search volume Correct! The types of keywords to target depends on a number of factors including user intent, keyword relevance, search volume, and competition.

A shoe company wants to ensure that their web page ranks high in SERPs for a given keyword phrase. How should the company use keywords to achieve this goal?

Include keywords relevant to the theme of the page. Correct! Including keywords relevant to a page's theme will help a web page rank high in SERPS.

inbound links

Link from another website that directs users and search engines to another page; also known as backlinks

Relevance

Matching of specific words used in a search query

click depth

Measure of how many clicks it takes a user to access a page from the landing page

Volume

Number of searches being conducted for specific keywords; seasonality of words can influence search volume

Jaunty Candle Company has a well-designed page on a large social media platform. Two weeks after its launch, the page received a low volume of likes and limited traffic back to the company website. What can Jaunty Candle Company do to build its reputation using off-page optimization efforts? Choose two answers.

Tag website content with hashtags. Integrate share buttons within web pages. Correct! Jaunty Candle Company should focus on getting referrals from credible social media communities by creating opportunities for sharing its content. This can be accomplished through integrating share buttons within web pages, posting videos on video sharing platforms as well as tagging website content with relevant social media hashtags to raise SERP rankings.

Link building

bout acquiring hyperlinks from other websites that will direct the user to another website. Link building is a critical component of off-page optimization by demonstrating a website's authority and relevance to search engines. Search engines assume that if a reputable online source links to a website, the content on it must be valuable.

Sitemaps help

crawlers know which pages and content on a website to index. Web developers can use robots.txt files to set rules for how search engines crawl a site.

On-page optimization

within the control of the company and is achieved by making changes to the HTML code, content, and structure of a website, making it more accessible to search engines and by extension, easier for users to find includes practices such as optimizing a site's title and meta description, using a clear URL structure, adding HTML tags to mark headers and important sections, optimizing keywords and synonyms, having appropriate and relevant marketing content, and adding alt tags to images.

It is important to understand the difference between SEM and SEO

--SEO involves organic, unpaid search results driven by algorithms and requires a considerable investment in creating quality content with keywords and links to increase visibility. It can take time to earn a high ranking (and thus a visible position) in organic search results. --SEM also involves using paid search results, such as pay-per-click (PPC) advertising, which do not require the same time investment but do carry a direct financial investment. SEM tactics include paid placement, contextual advertising, and paid inclusion, in addition to SEO techniques. With paid advertising, marketers typically pay each time users click on their listing and are redirected to their website, allowing companies to refine searches and gain information about their market

Even though you should be thinking about the customer first rather than about exact keywords, keywords are still useful. Here are some guidelines:

-URL—Try to use the keyword in your page URL. -Title tag—Use the keyword in the title and as close to the beginning as possible. -H1 header tag—Use the keyword in the header tag and as much as possible in the other H tags. -Body content—Use keywords as it makes sense in context. Remember to use synonyms rather than focusing on one specific version of a keyword. You should aim for about 350 words of content. -Bold—Use <strong> tags around the keyword at least once. -Meta description—Use it at least once in the meta description of the page, which should entice users to click through to your site from the SERP. This is not used in search engine rankings. -Image alt text—Try to ensure that the keyword is used in the alt text of an image. -Link anchor text—Try to ensure that the keyword is used in the anchor text of the pages linking to you.

Search engines consider context in three ways:

-User intention—Google tries to match a user's query to what they are asking rather than the individual words used. "Book about kids on an island" gives you Lord of the Flies as a result, rather than a page with those specific keywords. -Content—Google reads a web page's keywords to find out what they are about conceptually. -Relating concepts—Google relates concepts to each other, like showing William Golding as author of Lord of the Flies and offering related results for his work.1

SEO can be thought of in three main areas:

-technical SEO-the process of optimizing a company's website for the crawling and indexing the search engines perform. This is the technical architecture a web page needs to consider. The website structure needs to be search friendly. -on-page SEO optimization-the elements that are controlled by a company and can be applied on its individual web pages and content for optimization. -off-page SEO optimization-activities outside of a company's web page and the process of getting external resources to link to a company's web page (or backlink). Off-page SEO is about sharing, and examples include links to websites, social media, or digital PR activities. This focuses on link popularity

What can affect the organic results of the search engine results page (SERP)? Choose two answers.

Keywords in the query The user's search history Correct! The keywords in the user's search query and the user's search history will have a major impact on the organic search results.

Competition

Level of difficulty to rank against other companies for specific keywords; competition can be based on authority, trust, and credibility

What are important relevancy signals for localized SEO ranking? Choose three answers.

Name, address, and phone number of the business Location of the user Location of the business Correct! Important relevancy signals for localized SEO ranking include information related to the physical location of the user and the business.

A customer wants to purchase a specific cappuccino machine. The customer searches for Smartistry cappuccino machines. Which type of search query did this customer use?

Navigational Correct! This is an example of a navigational search query. The brand name Smartistry will take the user to that specific website.

What are the two main metrics used to measure search traffic on a website?

Page views Unique visitors Correct! Page views and unique visitors are two of the primary measurements used to measure search traffic.

What are the main elements that can be seen on a search engine results page (SERPs)? Choose three answers.

Paid results Search query Organic results Correct! The main elements of search engine results pages (SERPs) are query, organic search results, and paid advertisements. SERP results include both organic and paid SEO efforts.

Which Google update combats black-hat link building techniques?

Penguin Correct! Penguin combats black-hat link building techniques such as spammy link directories.

keyword stuffing

Practice of using many keywords in an attempt to manipulate search engine ranking

A retail company has a sudden drop in search engine ratings. Which off-page optimization technique will improve website visibility and raise search engine ratings?

Securing backlinks that direct users to content Correct! Securing backlinks that direct users to content is an off-page optimization technique that will raise website visibility and search engine rankings.

crawl

Systematically collect information on web pages on the internet, where search engine spiders or bots travel from link to link

What is the definition of click depth?

The number of clicks a user needs to get to a specific web page Correct! Click depth refers to the number of clicks on a website a user needs to land on a specific page.

How can search engine optimization (SEO) be described?

The process of making a website organically visible to a search engine user Correct! Search engine optimization (SEO) allows a website to be visible to major search engines. Organic results are not influenced by commercial or paid relationships.

What is contained in a snippet displayed on a search engine results page (SERP) to a user? Choose three answers.

The title of the web page Text describing the web page A colored link to the web page Correct! SERPs present query results to users in a snippet, which is the format of presenting a preview of each search result web page in a consistent manner.

What is the purpose of search engine algorithms?

To determine relevant search results Correct! Search engines display results to search queries based on proprietary algorithms. Each major search engine uses its own formula to determine what results to display for a particular term.

A retailer wants to speed up landing pages and advertisements on web pages for mobile device users. Which technique should the company use?

Use Accelerated Mobile Pages (AMP) Correct! Accelerated Mobile Pages (AMP) can increase site speed up to 85%.

Keyword relevancy

a measure of how useful searchers find search results.2 An increase in keyword density, or how many times a keyword is used on a web page by a content writer, is not necessarily a good indicator for the relevancy of a document; therefore, it does not equate to better rankings refers to how relevant, or important, certain keywords or phrases are to each page of your website.

It is desirable to select keyword phrases that relate closely to the website's content and have low competition. These keyword phrases will often result in

an increase in qualified fields

SERP features may include paid advertising above and beneath organic search results as well as

featured snippets, image packs, in-depth articles, knowledge cards, knowledge panels, a local pack, local teaser pack, news box, related questions, reviews, shopping results, site links, tweets, and video

Off-page optimization

generally focused on building links to the website from external sources and through online sharing activities and covers activities like social media and digital public relations

Simply put, the purpose of SEO is to

increase the quality and quantity of website traffic by increasing the organic visibility of the website or a web page to users of a web search engine. SEO practices optimize a brand's visibility through quality, relevant, and authoritative content.4 SEO is essentially about making websites friendlier—friendlier to the search engines and friendlier for the user or customer

There are three common user search intents:

informational -"Know" navigational-"Go" transactional-"Do"

black hats

intentionally break the search engine rules to improve their ranking. As such, black hats only experience short-term success, as they know their sites will likely be shut down or banned once the search engines discover what they are doing.refers to practices that attempt to game the search engines.2 Some black hat strategies include creating duplicate and nonrelevant content, adding invisible text and stuffed keywords, redirecting users to other pages or sites, and using links from sites with irrelevant content.

A backlink, also referred to as an inbound link

is a link pointing to one website from another website.2 Backlinks from reputable sources are important in establishing the trustworthiness and authority of a website, as they represent a vote of confidence.

SEO techniques involve both

on-page and off-page optimization. On-page optimization seeks to improve a web page's position in SERPs through the content and structure of the page or site itself. On-page SEO should consider different search methods including web (desktop), mobile, and voice. Components of on-page SEO include SERPs, keywords, content, and internal links.

Search engines need to help users find what they are looking for. To make sure, search engines list the best results first, looking for signals of

popularity authority relevance trust importance

Proximity

refers to the similarity of keywords as understd by search engines including misspellings and use of synonyms, as well as close proximity of keyword terms within content.

There are many things to consider when choosing a keyword, including

search volume, competition, relevance, frequency and diversity in content, proximity, along with understanding the consumers' propensity to convert and the value per lead. All these keyword considerations can be grouped into three main categories of relevance competition volume.

White hats

tend to produce long-term, durable results, whereas black hats intentionally break the search engine rules to improve their ranking.uses both on- and off-page best practices and SEO strategies, which follow search engine rules to improve rankings.This includes listing relevant content, using complete sentences with accurate spelling and grammar and well-labeling images, providing relevant links and references, accurate page titles, and more

Search engine optimization, SEO for short

the process of making a website visible to search engines such as Google and Bing, while organically improving the site's ranking on search engine results pages (SERPs) SEO is a critical part of an effective digital marketing strategy. SEO provides value over time, as opposed to paid search, which requires a company to pay for a click.